There are several factors that determine your rank. Adding the keyword meta tag may help with some engines but it is not as useful as it used to be.
To add the keyword tag, use the following tag into your <head>
<meta name="keywords" content="2-3 major keywords separated by commas">
But these days the most important things the engines look for is your body content and how other related sites are linking to you. So if you are trying to rank high for "antique turtles", you would want to use the phrase at least once in your <h1> tag on your page (header). Mention it a few times in your body (but not so it's overdone. You should write like you talk).
But more importantly other sites linking to this page using those keywords as a descriptor is a huge bonus for search engine optimization.
Bottom line is, the on-page factors aren't nearly as helpful for SEO as off-page criteria like "one-way links", etc. Your goal is to get as many unique, related sites to link to you using the keyword phrase you are targeting.
How do you do that? Promotion, Promotion and more Promotion. And of course providing good content so people will want to link to you without a link back to them in return. One-way links from related sites are so valuable!
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the whole 'keyword' thing...
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